Targeting Diverse Consumer Audiences

In today’s interconnected world, consumers wield more power than ever, thanks to the growth of online platforms and the increasing globalisation trends. With a plethora of choices in the marketplace, diverse consumers are breaking free from brands that don’t cater to their cultural needs.

Addressing these cultural needs offers numerous benefits, including:

• Building Loyalty Quickly: By addressing cultural needs such as providing translated content and employing multilingual staff, brands can rapidly gain the loyalty of diverse consumer groups.
• Community Promotion: Consumers who speak little or no English often promote culturally inclusive brands within their communities, creating a ripple effect of brand advocacy.
• Higher ROI: Marketing efforts tailored to diverse audiences tend to yield a higher return on investment compared to traditional advertising and marketing methods.
• Cost-Effective Strategies: Marketing tailored to specific cultural groups can be more cost-effective than general English-language campaigns.
• Leveraging Existing Content: Brands can save time and costs by adapting existing English content and relationships to effectively target new cultural segments.

The Opportunity in Australia

Australia is uniquely positioned to benefit from this approach. More than twenty-five per cent of Australians speak a language other than English, a significant market segment.

However, this potential is often overlooked. Among these Australians, approximately 17.5% have a limited grasp of English — representing around three million people. This demographic is a vast, untapped opportunity for brands willing to embrace cultural inclusivity.

Steps for Brands and SMEs to Engage Diverse Audiences

1. Assess Internal Resources: Identify staff within your organisation who are fluent in a second language and willing to support new potential customer bases. These employees can be invaluable in bridging language gaps and understanding cultural nuances.
2. Select Key Products or Services: Pilot one or two products or services in new markets. This approach allows you to test the waters and refine your strategies before a broader rollout.
3. Conduct Thorough Market Research. Understand your target audience’s cultural context and way of life. This research will help you identify the most effective channels to reach and resonate with them.
4. Adapt Existing Content: Leverage your existing English content by translating and localising it to suit your target audience’s cultural and linguistic preferences. This step saves resources and ensures consistency in your brand messaging.
5. Align Organisational Culture: Ensure your entire organisation is on board with the new direction. A culturally inclusive approach should permeate all levels of your business, creating a supportive environment for engaging diverse consumer bases.

The Real-World Impact

The impact of targeting diverse consumer audiences goes beyond just numbers and ROI. It’s about fostering a sense of inclusion and belonging. When consumers see their language, culture, and values reflected in a brand, it builds trust and loyalty that can last a lifetime.

For instance, in a multicultural society like Australia, brands that take the time to understand and address the unique needs of various cultural groups, or people from a CALD background, often see a significant positive impact on their brand perception and customer loyalty.

Taking the First Steps

So, what steps can brands and SMEs take to engage diverse consumer audiences effectively?

• Start Small: Begin with a pilot project to test your approach and refine your strategies.
• Leverage Technology: Use translation technology and cultural insights to adapt your existing content quickly and effectively.
• Engage with the Community: Build relationships with community leaders and influencers who can help spread your message and build trust within the community.
• Monitor and Adapt: Continuously monitor the performance of your campaigns and be ready to adapt your strategies based on feedback and changing market dynamics.

Engaging diverse consumer audiences is not just about translating content but understanding and respecting cultural differences. With the right approach, brands can turn these differences into strengths, building more robust, inclusive customer relationships.

At LEXIGO, we’re committed to helping you succeed in this journey. Our expertise in Native Experience Marketing ensures that your message is heard and felt, creating a lasting impact. For more insights and strategies, be sure to check out my book, Native Experience Marketing: How to Authentically Reach, Include, and Engage Your Audiences in Their Native Language and Culture.

Have you been part of a marketing campaign aimed at diverse audiences, or have you been targeted in such a campaign? Share your thoughts and experiences in the comments below.

About Mark Saba

Mark Saba is the founder and CEO of LEXIGO, a leading provider of translation, multicultural communication, and translation technology. He is the author of Native Experience Marketing: How to Authentically Reach, Include, and Engage Your Audiences in Their Native Language and Culture, a guidebook for marketers looking to build genuine connections with diverse audiences worldwide. With over 20 years of experience in both technology and the language industry, Mark brings a unique blend of expertise to LEXIGO. His passion lies in creating marketing strategies that are both culturally intelligent and deeply resonant while using technology to leverage insights and drive impact.

About LEXIGO

LEXIGO is an award-winning translation services, technology and native language communications agency that enables business, enterprise and government teams to communicate with confidence and boost in-language engagement across 171 languages.

With a commitment to delivering peer-reviewed, culturally-informed communication, LEXIGO harnesses the power of its proprietary cloud technology and advanced AI. This unique approach has earned LEXIGO recognition as one of Australia’s most innovative companies in the Smart100 Index and a place among the Top 10 SMEs in the DELL Business Excellence Awards.

LEXIGO is a triple ISO-certified organisation certified to the following international standards: ISO 9001 for Quality Management, ISO 17100 for Translation Quality and ISO 27001 for Information Security.

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